CROWDFUNDING AS A METHOD FOR ATTRACTING INVESTMENT INTO "GREEN" STARTUPS IN THE HOSPITALITY INDUSTRY

Abstract

The scientific article provides a comprehensive theoretical substantiation and practical analysis of the features of using crowdfunding as an innovative tool for attracting investment to implement "green" startups in the hospitality sector. It is determined that the creation of eco-startups (installation of solar panels, energy-saving systems, implementation of water purification technologies, and zero-waste concepts) requires significant initial financial investments. This creates significant barriers for young entrepreneurs. As an effective alternative source of financing, a mechanism of crowdfunding ("public financing") is proposed, which is based on the accumulation of small amounts of money from a large number of people through specialized internet platforms. The potential application of both domestic platforms oriented towards the internal market and leading global platforms for entering the international level is considered.

The paper details five key stages of implementing a crowdfunding campaign, starting from the preparatory phase and ending with the fulfillment of obligations to backers. It is proven that crowdfunding is a powerful marketing and strategic tool in the hospitality sector, which allows not only accumulating capital but also validating the ecological concept, attracting funds at the launch stage of the establishment through the pre-sale of services, establishing direct communication with the audience, and forming a sustainable community of "brand advocates". At the same time, specific risks and limitations of using crowdfunding in HoReCa have been identified, caused by the capital intensity of the industry and a high degree of real investments. It is noted that public financing most often covers only a part of the costs, and long deadlines for the implementation of hotel and restaurant projects create risks of inflationary losses. Entrepreneurs also become hostages to the initial concept, as any change in the concept can undermine the trust of the community. An additional limitation is the geographical binding of physical objects of hospitality infrastructure. The socio-economic significance of "green" startups is substantiated, as they stimulate a culture of responsible consumption, support local producers, create jobs, and popularize Ukraine as a progressive tourist destination.